James Dooley and Kasra Dash explain how to evaluate a PPC agency by showing that smart questions reveal expertise, risk and true value. They highlight that case studies confirm capability because proven wins in your niche show understanding of buying intent, negative keywords and CTR patterns. They note that tool selection influences performance since structured split-testing directly improves conversion rates. They argue pricing must reflect skill, as higher management fees only make sense when ROI supports them. They emphasise that strong account managers matter because clear communication speeds up optimisation. Overall, they position PPC agency selection as a strategic filter that prevents wasted ad spend.